It appears being a slut to the media is one of the pre-requisites for getting these gongs, even Tina Arena got one for services to music - I'm sure she deserved it.
I'm also sure that if you're doing the hard slog (literally) and avoiding them media clowns then there is no hope for you at all. But if you have an ounce of integrity then that may not matter to you one bit.
I personally know of two ratbags that have received these gongs, totally undeserved.
Maybe they should be called Emmy's or Logie's.